Cellar Vinhos

What Cellar Vinhos does

Cellar Vinhos is a Brazilian direct-to-consumer wine importer and online retailer operating under the legal entity BEAUNE IMPORTADORA LTDA. Founded in 2019 and headquartered in São Paulo's Vila Leopoldina district, the company curates and sells a catalog of 2,879 wines sourced from seven countries — France, Italy, Spain, Portugal, Germany, Chile, and the United States — with per-bottle prices ranging from R$145 to R$6,495. Distribution is domestic-only across Brazil via a VTEX-powered e-commerce storefront, native iOS and Android applications, dedicated WhatsApp commerce lines, and the recurring Clube Cellar monthly subscription. Cellar Vinhos positions itself around small and limited-production winemakers, with self-claimed leadership in Brazilian access to Burgundy and Beaujolais, and complements bottle sales with Grassl Glass accessories, gift cards, a private Cellar Collections label, and a Cellar Experience corporate events service.

The business is built on three revenue streams: transactional one-time wine sales (the largest by SKU breadth), the recurring Clube Cellar subscription with member-exclusive pricing (10–15% discounts plus an extra 5% off via PIX), and ancillary accessory gifting and event-services revenue. Underlying technology is a turnkey VTEX e-commerce platform integrated with PIX, Visa, Mastercard, Elo, Hiper, American Express, and Nubank payment rails, supported by content-marketing infrastructure (Blog Cellar) targeting wine enthusiasts, collectors, and gift buyers at the top of the funnel. Leadership comprises Rodrigo Malizia (CEO), Maristella Gallassi (CFO), Renan Menezes (Head of IT), and Thiago Leitão (Director of E-commerce & Marketing), with the company having raised approximately $7.26M across four funding events from 2019 through March 2022.

Name

Cellar Vinhos

Legal name

BEAUNE IMPORTADORA LTDA

Website

https://cellarvinhos.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Cellar Vinhos is a São Paulo-based Brazilian DTC wine importer and online retailer curating 2,879 wines from seven countries for enthusiasts, collectors, and gift buyers via e-commerce, mobile apps, WhatsApp, and the Clube Cellar subscription.

Ownership category

akta.pro rank

Product category

Online Wine Retail

NAICS

Beer, Wine, and Liquor Retailers (4453), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Fine Wine & Luxury Spirits Retail (CRANABAE)

akta.pro secondary industries

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

Keywords

• Online wine retail
• Imported wine sales
• Wine subscription club
• Wine accessories shop
• Premium wine e-commerce

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Wine Sales: Transactional sales of imported exclusive wines through the e-commerce website, offering wines from renowned international producers across France, Italy, Spain, Portugal, Germany, Chile, and the United States. Prices range from R$145 to R$6,495 per bottle.
2. Clube Cellar Subscription: Monthly wine subscription service delivering curated wine selections to members' homes with exclusive pricing benefits including Club Cellar discounts and PIX payment advantages.
3. Wine Accessories Sales: Sale of wine accessories including Grassl Glass wine glasses (considered the best in the world), corkscrews, decanters, gift cards, bags, and gift boxes.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Cellar Vinhos imports and retails approximately 2,879 exclusive wines from France, Italy, Spain, Portugal, Germany, Chile, and the United States through its e-commerce platform, complemented by premium Grassl Glass wine accessories, the Clube Cellar monthly subscription, and Cellar Experience corporate/event wine services. The company focuses on small, limited-production winemakers with an emphasis on organic, biodynamic, and natural wines, positioned as a premium destination for Brazilian wine enthusiasts and collectors.

Product overview

Cellar Vinhos is a Brazilian exclusive wine importer and retailer offering a curated portfolio of 2,879 wines across multiple countries (France, Italy, Spain, Portugal, Germany, Chile, USA) and wine categories. The core offering comprises Red Wines, White Wines, Rosé Wines, Champagnes, and Sparkling Wines, complemented by premium Grassl Glass wine accessories (glasses, decanters, corkscrews). Additional services include the Clube Cellar subscription (monthly curated wine delivery), personalized consulting, corporate/event services (Cellar Experience), Gift Cards, and a mobile application for iOS and Android. The company operates on VTEX e-commerce platform and offers multiple payment integrations including PIX, major credit cards, and digital payments.

Differentiator

Problem solved

Functional benefit

Brands

• Cellar Collections: House wine brand collection
• Clube Cellar

Products and services

• Vinhos Tintos (Red Wines) Red wines sourced from prestigious wine regions including France (Burgundy, Bordeaux, Beaujolais, Rhône), Italy (Piedmont, Tuscany), Spain, Portugal, Germany, Chile, and USA, including varietals such as Pinot Noir, Gamay, Cabernet Sauvignon, Merlot, Sangiovese, and Nebbiolo. Aimed at Brazilian consumers seeking exclusive imported red wines.
• Vinhos Brancos (White Wines) White wines from Burgundy, Loire Valley, Chablis, Rhône, and Alsace, featuring Chardonnay, Sauvignon Blanc, Riesling, Aligoté, and Chenin Blanc. Targeted at Brazilian consumers seeking premium imported white wines.
• Vinhos Rosés Rosé wines produced through short maceration, saignée method, or blending red and white wines, made from Grenache, Tempranillo, Gamay, and other grapes. Sold to Brazilian consumers looking for imported rosé options.
• Champagnes French Champagne including Premier Cru and Grand Cru varieties, produced primarily through the Traditional Method with second fermentation in bottle. Targeted at Brazilian collectors and celebratory buyers.
• Vinhos Espumantes (Sparkling Wines) Sparkling wines produced via Traditional Method (Champenoise) or Charmat Method, including Crémant de Bourgogne, Corpinnat, and Bairrada varieties. Sold to Brazilian consumers seeking sparkling alternatives to Champagne.
• Grassl Glass Taças (Wine Glasses) Premium wine glasses handcrafted in Switzerland by Grassl Glass, considered among the best in the world. Available models include Versatile, Liberté, Cru, 1855, Champagne, and water glasses, targeted at wine enthusiasts seeking professional-grade glassware.
• Decanters Wine decanting accessories including Grassl Glass decanters designed for wine aeration. Sold to wine enthusiasts as a complement to wine purchases.
• Corkscrews (Saca-rolhas) Wine opening tools and corkscrews for wine service. Sold to wine consumers as a utility accessory.
• Wine Bags (Bolsas) Wine carrying bags and accessories for transport. Sold to consumers needing safe transport of wine bottles.
• Gift Boxes (Caixas de Presente) Gift packaging options for wine presentations, designed for gifting scenarios.
• Gift Card Cellar Digital gift cards for wine purchases at Cellar Vinhos, used by gifting customers and recipients who can redeem on the storefront.
• Clube Cellar (Wine Club Subscription) Monthly wine subscription service delivering curated wine selections to members' homes with exclusive member pricing (typically 10-15% off) and additional PIX payment benefits. Targeted at Brazilian wine enthusiasts seeking recurring curated discoveries.
• Cellar Experience (Corporate/Event Wine Services) Corporate wine services and event catering for businesses and special occasions. Sold to companies and event organizers in Brazil.
• Cellar Collections (Private Label Wines) House wine brand Cellar Collections offering private-label wines including Blanco Valdejalón IGP and Mosel Riesling Trocken. Sold to Brazilian consumers looking for exclusive Cellar-branded wines.
• Personalized Consulting (Consultoria Personalizada) Personalized wine consultation service offered to customers seeking expert guidance on wine selection, pairing, and cellar building.
• Cellar Vinhos Mobile App Native mobile application for iOS and Android that enables wine browsing, purchasing, and Clube Cellar subscription access. Targeted at Brazilian consumers preferring mobile shopping.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

One partnership is on record.

• VTEXcoreTechnology or IntegrationVTEX provides the e-commerce platform infrastructure powering the Cellar Vinhos online storefront, enabling the comprehensive product catalog, filtering systems, and checkout functionality.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wine.com.br: Brazil's largest online wine retailer with a multi-country import portfolio and Clube de Vinhos subscription. Directly comparable to Cellar Vinhos on D2C e-commerce, import curation across premium regions, and subscription club model, but at substantially greater scale and capital base.
• Evino: Brazilian wine e-commerce pioneer offering curated imports, own-brand labels, and subscription clubs via a vertically integrated marketplace. Comparable to Cellar Vinhos on channel (own D2C storefront), target customer (Brazilian wine enthusiasts), and multi-country sourcing, though with broader price-tier coverage.
• Mistral Importadora: Established Brazilian fine-wine importer and retailer with deep agency relationships across French and Italian regions. Directly comparable to Cellar Vinhos on premium French/Italian portfolio, importer-retailer model, and Brazilian customer base, but with longer producer relationships and broader B2B presence.
• World Wine: Brazilian importer and online wine retailer with multi-country portfolio including Burgundy, Bordeaux, and Italian regions. Comparable to Cellar Vinhos on D2C import model and premium positioning, though with broader mass-market reach rather than niche-curator framing.
• Casa do Vinho: Brazilian online fine-wine retailer emphasizing imported premium labels and gift-oriented purchases. Directly comparable to Cellar Vinhos on the curated-import D2C model, Portuguese-language content, and São Paulo-centric operations with nationwide delivery.

Broad incumbents

• Vivino: Global wine marketplace and app combining community reviews with retailer-sold bottles across geographies. Comparable to Cellar Vinhos on Brazilian consumer wine-discovery flow and retailer relationships, though Vivino operates a marketplace and discovery platform rather than a curated-own-inventory importer model.
• Wine.com (US): Largest US online wine retailer offering extensive curated imports, a Wine Club subscription, and editorial content. Comparable to Cellar Vinhos on the operating model (e-commerce D2C, subscription club, content marketing, premium imports), though scaled to the US market rather than Brazil.

Others

• Decanter Magazine: Global wine media brand publishing reviews, region guides, and curated tasting content. Adjacent to Cellar Vinhos on wine-education content strategy and premium-customer acquisition, but operates as editorial/publisher rather than retailer.

Emerging players

• Berry Bros. & Rudd: British fine-wine merchant with direct-to-consumer import operations and curated Burgundy/Beaujolais depth that mirrors Cellar's claimed portfolio strengths. Comparable as a reference point for curator-style fine-wine retail at premium price points, though operating in a mature UK/Asian B2C channel rather than Brazil.
• Adega Maia / Clube do Vinho (Brazil): Smaller Brazilian wine subscription and e-commerce players focused on curated monthly deliveries to enthusiasts. Comparable to Cellar Vinhos on the Clube Cellar subscription mechanic and Brazilian enthusiast target market, but with less catalog depth and lower price-point positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@cellarvinhos
• Facebookfacebook.com/cellarvinhos
• Instagraminstagram.com/cellarvinhos
• LinkedInlinkedin.com/company/cellar-vinhos

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cellar Vinhos